Veikkaus Reshuffles Roles as Finland's Gambling Market Opens to Competition

^{Veikkaus is restructuring its workforce ahead of Finland's move to a licence-based gambling market on 1 July 2027. (Photo: Veikkaus Group)}

Veikkaus, Finland's state-owned gambling operator, has opened change negotiations that could end 15 existing roles while creating 17 new positions, as it reshapes its organisation ahead of the country's shift to a competitive, licence-based gambling market.

The company confirmed in a statement published on 2 September 2026 that the negotiation proposal covers its Data & AI unit, two business units and its finance teams, with substantial changes also planned for four further positions. Negotiations are expected to run for approximately three weeks.

Renewal Ahead of the 2027 Market Opening

Veikkaus said the changes reflect a shift in the focus and content of the affected work rather than a simple headcount reduction, since more roles are being created than are set to end.

'The new market situation requires us to be able to renew our capabilities and ways of working. What is essential in this change is that the focus and content of work will change: while some current roles are planned to end, more new roles are being created in terms of number,' said Reija Airas, Veikkaus' executive vice president for People, Culture & Communications, in the company statement.

Finland's gambling market moves to a multi-licence system on 1 July 2027 under reforms to the country's Gambling Act. From that date, Veikkaus will lose its exclusive rights over betting and online casino products, which will require separate operating licences, while it keeps sole rights to lottery games, scratchcards, slot machines and physical table games.

Veikkaus has already split into two subsidiaries this year, one for its remaining exclusive operations and one for the newly competitive, licence-based market, and has submitted licence applications for both.

Digital Growth Drove a Stronger First Half

The reshuffle follows the release of Veikkaus Group's interim report for January to June 2026, published on 3 September, which showed sales revenue of 471.3 million euros, up from 466.4 million euros a year earlier. Operating profit rose to 227.7 million euros from 220.6 million euros, and profit for the period reached 234.2 million euros, compared with 229.6 million euros in the first half of 2025.

Gross gaming revenue from digital channels grew 9.1% in lottery and land-based gaming and 5.0% in betting and iCasino. By the end of June, 64.5% of Veikkaus' gross gaming revenue in Finland came through digital channels, and its registered customer base had grown to close to 2.7 million.

'Veikkaus' first half of the year has developed positively and in line with our expectations: we have returned to a growth path,' said chief executive Olli Sarekoski in the same statement, adding that the growth of the operator's online store had outpaced the wider Finnish market.

International Arm Also Expanding

Fennica Gaming, Veikkaus' international B2B subsidiary, reported revenue growth of 80.6% for the first half of the year, to 10.3 million euros from 5.7 million euros, after adding distribution partners in Italy, Canada, two German states, Mexico, the Czech Republic and Iceland.

Finland's move away from a state monopoly has been years in the making. Plans to open the market to competition first gathered pace as regulators looked to bring offshore-facing betting and casino demand back under domestic licensing, and Veikkaus has previously cut hundreds of jobs as it prepared its business for a more competitive landscape. Other European regulators, including the Netherlands' Kansspelautoriteit, have gone through similar licence renewal processes as their own gambling markets have opened up to multiple operators.

Veikkaus said preparations for the July 2027 market opening remain on schedule, alongside its recent move to join the Gambling Industry Association Finland, the trade body that has lobbied for the liberalisation.